sales process adoption & usage research - sma webinar recap
Post on 19-Oct-2014
759 Views
Preview:
DESCRIPTION
TRANSCRIPT
© Copyright 2013 The Sales Management Association.
Sales Management Association Webcast
13 August 2013
Presented by
Research Update: Sales Process Adoption and Usage
About The Sales Management Association
Slide 2© 2013 The Sales Management Association. All rights reserved.
A global, cross-industry professional association for sales operations and sales management.
Focused in providing research, case studies, training, peer networking, and professional development to our membership.
Fostering a community of thought-leaders, service providers, academics, and practitioners.
Learn More: www.salesmanagement.org
Today’s Panelists
Slide 3© 2013 The Sales Management Association. All rights reserved.
© Copyright 2013 The Sales Management Association.
Sales Management Association Webcast
13 August 2013
Presented by
Research Update: Sales Process Adoption and Usage
About The Research
Slide 5© 2013 The Sales Management Association. All rights reserved.
The Topic• Sales process is widely acknowledged as important• But there’s lots of variation in practiceThis Research• How are sales forces using defined sales
processes?• What factors drive adoption? Effectiveness?• Is sales process a good investment for sales
organizations?Research Sample• 74 business-to-business sales organizations• First quarter of 2013
Summary Findings
Slide 6© 2013 The Sales Management Association. All rights reserved.
Most agree: “We use sales process”• But consensus weakens with probing• Hallmarks of process management aren’t
as readily apparent
Process use correlates with sales organization performance• Sales process discipline contributes most
to profitable selling
Summary Findings
Slide 7© 2013 The Sales Management Association. All rights reserved.
Salespeople have more discretion whether or not to use a process at lower-performing firms.
Defined process is most important for• Winning new customers• Strategic offerings• Planning sales calls
Summary Findings
Slide 8© 2013 The Sales Management Association. All rights reserved.
Defined processes are least effective in• Winning back lost customers• Retaining current customers• Managing territories
Respondents’ biggest process “gaps:”• Customer win-back• New customer sales
Summary Findings
Slide 9© 2013 The Sales Management Association. All rights reserved.
Where improvement will have most impact:• New customer sales• Strategic offerings• Customer win-back
A big issue: process assessment
Summary Findings
Slide 10© 2013 The Sales Management Association. All rights reserved.
Success barriers• Sales force accountability• Management oversight and engagement• Training
Research Participant Profile
Slide 11© 2013 The Sales Management Association. All rights reserved.
Participant Firm Size, Annual Revenue ($US) Participant Job Role
Participant Firms’ Revenue Performance
Slide 12© 2013 The Sales Management Association. All rights reserved.
Which response best describes your firms' overall achievement of revenue expectation in the past 12 months?
Participant Firms’ Revenue and Profit Performance
Slide 13© 2013 The Sales Management Association. All rights reserved.
Which response best describes your firms' overall achievement of profit expectation in the past 12 months?
Sales Process Practices
Slide 14© 2013 The Sales Management Association. All rights reserved.
“Our organization …”
Slide 15© 2013 The Sales Management Association. All rights reserved.
What explains the “sales process gap” between companies’ expectations, and salespeople understanding?
Our Panel Weighs In
Correlating Sales Process and Performance
Slide 16© 2013 The Sales Management Association. All rights reserved.
Firms that attempt to utilize sales process(es) in guiding salesperson activity are more likely to achieve sales and profit goals. Sales process usage appears to have the greatest impact on profit goal achievement.
Correlating Sales Process and Performance
Slide 17© 2013 The Sales Management Association. All rights reserved.
Firms that guide selling activity with sales process(es) report sales results 16% greater than those that do not. Sales process usage has a greater impact on profit performance: profit results are 30% greater for firms using sales process than those not.
Our Expert Panel
Slide 18© 2013 The Sales Management Association. All rights reserved.
Why does sales process usage so dramatically impact profitability?
Correlating Sales Process and Performance
Slide 19© 2013 The Sales Management Association. All rights reserved.
High performing sales organizations are more likely to guide salesperson activity with formal sales process(es).
“Our organization attempts to guide salesperson interactions with a structured sales process or processes.”
Percentage of Firms Utilizing Guided Sales Process(es)
Correlating Sales Process and Performance
Slide 20© 2013 The Sales Management Association. All rights reserved.
High performing sales organizations are more likely to guide salesperson activity with formal sales process(es).
“Our organization attempts to guide salesperson interactions with a structured sales process or processes.”
Percentage of Firms Utilizing Guided Sales Process(es)
Correlating Sales Process and Performance
Slide 21© 2013 The Sales Management Association. All rights reserved.
High performing sales organizations are more likely to ensure salespeople understand the sales process(es) they implement.
“Our salespeople understand the sales process(es) they are expected to follow.”
Percentage of Firms Whose Salespeople Understand Sales Process
Correlating Sales Process and Performance
Slide 22© 2013 The Sales Management Association. All rights reserved.
High performing sales organizations are more likely to ensure salespeople understand the sales process(es) they implement.
“Our salespeople understand the sales process(es) they are expected to follow.”
Percentage of Firms Whose Salespeople Understand Sales Process
Correlating Sales Process and Performance
Slide 23© 2013 The Sales Management Association. All rights reserved.
High performing sales organizations are more likely to provide salespeople with adequate training in sales process(es).
“Our sales organization has provided sufficient training on all aspects of the sales process(es) that salespeople are expected to follow.”
Percentage of Firms Whose Salespeople Are Trained in Sales Process
Correlating Sales Process and Performance
Slide 24© 2013 The Sales Management Association. All rights reserved.
High performing sales organizations are more likely to provide salespeople with adequate training in sales process(es).
“Our sales organization has provided sufficient training on all aspects of the sales process(es) that salespeople are expected to follow.”
Percentage of Firms Whose Salespeople Are Trained in Sales Process
Today’s Panelists
Slide 25© 2013 The Sales Management Association. All rights reserved.
How should training be used to drive sales process effectiveness?
Correlating Sales Process and Performance
Slide 26© 2013 The Sales Management Association. All rights reserved.
High performing sales organizations are more likely to routinely assess the effectiveness of sales process(es).
“We routinely assess the effectiveness of standard sales processes in an effort to enhance their effectiveness.”
Percentage of Firms That Assess Sales Process Effectiveness
Correlating Sales Process and Performance
Slide 27© 2013 The Sales Management Association. All rights reserved.
High performing sales organizations are more likely to routinely assess the effectiveness of sales process(es).
“We routinely assess the effectiveness of standard sales processes in an effort to enhance their effectiveness.”
Percentage of Firms That Assess Sales Process Effectiveness
Our Experts Weigh In
Slide 28© 2013 The Sales Management Association. All rights reserved.
How can companies assess sales process effectiveness?
Top Performers’ Sales Process Usage
Slide 29© 2013 The Sales Management Association. All rights reserved.
Do your best salespeople utilize the sales process(es) they are expected to follow? ALL COMPANIES
Top Performers’ Sales Process Usage
Slide 30© 2013 The Sales Management Association. All rights reserved.
Do your best salespeople utilize the sales process(es) they are expected to follow? High-performing vs. low-performing companies
Top Performers’ Sales Process Usage
Slide 31© 2013 The Sales Management Association. All rights reserved.
Do your best salespeople utilize the sales process(es) they are expected to follow? High-performing vs. low-performing companies
Our Experts Weigh In
Slide 32© 2013 The Sales Management Association. All rights reserved.
How should we think about “compliance” with sales process?
Barriers to Implementing Sales Process
Slide 33© 2013 The Sales Management Association. All rights reserved.
Our Experts Weigh In
Slide 34© 2013 The Sales Management Association. All rights reserved.
What methods are effective for improving sales force accountability?
When is Sales Process Important?
Slide 35© 2013 The Sales Management Association. All rights reserved.
How important is it for your organization to have a structured, well-defined sales process in place for each of the following selling activities?Seven-point rating scale (1 – not at all important, 7 – very important)
Participant Firms’ Sales Process Effectiveness
Slide 36© 2013 The Sales Management Association. All rights reserved.
How effective are your current sales processes in the following areas?Seven-point rating scale (-3 – not at all effective, +3 – very effective)
Gaps in Sales Process Application
Slide 37© 2013 The Sales Management Association. All rights reserved.
Importance and Effectiveness Matrix
Slide 38© 2013 The Sales Management Association. All rights reserved.
Companies over $100M revenue
New customer acquisition
Strategic offerings
Customer win-back
Territory management
Retaining at-risk customers
Expanding customer relationships with new or additional business
Account management
Selling new products or offerings
Sales call planning
Questions and Discussion
Slide 39© 2013 The Sales Management Association. All rights reserved.
Enter your questions in the “Questions” box on the right hand side of the webinar application window.
Did we run out of time before we got to your question? Presenters can follow-up with you via email. Feel free to submit more questions if you’d like an offline response.
© Copyright 2013 The Sales Management Association
Thank You.
top related